Marketing Automation Enables – Not Drives – Optimized Lead Generation Programs

Webinar: Twitter: #B2BLeadGen

Marketing Automation Enables – Not Drives – Optimized Lead Generation Programs

Why Knowing the Difference Matters, and How Human Touch Integration Impacts Results

Presented by:October 24, 2012

The Panelists Twitter: #B2BLeadGen

Facilitator:

Bryan Ehrenfreund is VP of Digital Strategies for Televerde and provides strategic leadership for the development, growth and implementation of the agency’s marketing automation services for clients.

Vince Massey is Director of Enterprise Security Sales for Dell SonicWALL and has 25+ years experience working within the channel and creating new channel development strategies to recruit and enable partners. He was recently named one of CRN Magazine’s 2012 Channel Chiefs.

Maureen McCormick is Director of U.S. Region Marketing Operations for Trend Micro responsible for the capture and dissemination of marketing information for performance metrics, contact data, marketing processes, and the systems and integration points that help generate this information in a predictable fashion.

Sherry Paterra is Senior VP of Televerde’s End-to-End Services Group responsible for oversight of the sales pipeline management consulting services the agency provides to clients in each of its three integrated services portfolios – data, digital and dialogue-based demand creation, lead nurturing and inside sales.

Kathleen Schaub is VP of Research for IDC's CMO Advisory Practice where she provides research-based guidance and marketing best practices to clients. She works in all aspects of the CMO Advisory practice including research planning, execution, delivery, client support, and service expansion. She is a sales-savvy marketing leader with a 25+ year career serving B2B technology companies.

20% penetration rate of a potential $3 billion MAP software market

60% increase in revenue in past year

50% growth forecasted by 2015

Venture funding >$600M

Eloqua’s Summer IPO

Penetration rate across industries is not equal:

High-tech and software demonstrate significantly higher adoption

Life sciences, business services and manufacturing seeing increased traction

Market Consolidation

Marketing Automation Adoption

Twitter: #B2BLeadGen

The Actual State of the Union

85% of MA users don’t believe they are using it to full potential

76% of CMO’s say their biggest challenge is “generation of quality leads”

19% reported having a MAP fully implemented

10% satisfied with results

37% didn’t mention financial effects when asked about ROI


Buyer’s behavior has changed

No or limited marketing process

Marketing Automation enables – doesn’t drive process

Inability to feed the beast Data

Content

“Auto-Magic” expectations

Think big but start small

Televerde Observations


13%

25%

26%

26%

34%

34%

36%

36%

41%

41%

43%

48%

54%

58%

0% 10% 20% 30% 40% 50% 60% 70%

Marketing Knowledge BasePartner Portals

Marketing Resource ManagementBusiness Intelligence

Customer Data/List AcquisitionCustomer Data Management Tools

Internal Collaboration/Social Networking ToolsSales Enablement Technology

Campaign ManagementContent/Digital Asset Management

External Social Media MonitoringWebsite Infrastructure

Digital MarketingLead Management

% of Respondents Increasing Investment

Expected MAT Investment

Sources: IDC’s 2012 Tech Marketing Barometer Study and IDC’s Worldwide Marketing Automation 2011 Vendor Shares

Q: How do you expect your investment levels to change in 2012 for the following Marketing Automation categories

compared to 2011?

Marketing Automation grew 13.8%

in 2011


Today’s Buyer is King Buyers are constantly on-line whether

they are actively buying or not.

Many times, buyers know more than

sales people.

Buyers learned to buy as consumers and

have a consumer’s expectations of

service.

Buyers know and expect value and

they will reward vendors that give it to

them.

38.7% of IT buyers have replaced an incumbent vendor on the basis of

treatment during the buying process (vs. product functionality or other reasons)

Source: IDC’s 2012 IT Buyer Experience Study n= 199


IDC Customer Creation Framework


Inte

racti

on

s

Mark

eti

ng

Lead

s

Sale

s L

ead

s

Deals

Op

po

rtu

nit

ies

Target

Buyer

& Data

Content-

Score

Validate-

Qualify

SLA

Convert-

Recycle

SLA

Forecast

SLA

Revenue-

Closed Loop

SLA

Corporate

Marketing

Demand

Gen

Field

Marketing

Demand Gen

Inbound

Lead

Qualification

Sales; Inside

Sales;

Channel &

Direct Touch

Support

Renewals

Channel &

Direct Touch

Sales

Outbound

Lead

Qualification

C-Level Point of View: The Pipeline End to End Marketing, Sales and Ops Stakeholders

Continuous Collaborative Process

Mutual Agreement to Stages and SLAs

Marketing Automation and CRM Platform Enable Only

Here’s What We’ve Heard…

Now at the street level…

Dell SonicWALL:MAT Integrated Program Challenges System integration was easy,

data integration continues to be a challenge

Lack of clear business requirements from sales/marketing/operations

Lack of agreed upon process for handling information

Sales follow-up was inconsistent because of too many unqualified inquiries


Recognition of Opportunities, Problem-Solving & Results at Dell SonicWALL

Sales vs. Marketing finger-pointing

Committed to dedicated Telesales resources

Marketing and Sales consensus on internal process

Ability to measure the demand waterfall

We are now truly nurturing leads!


Trend Micro:MAT Objectives & Success Criteria

Cost Savings

Reduce infrastructure costs

Reduce (eliminate) transactional costs

Increase Productivity

Continue data management functionality

Enable world-class demand generation

Reduce lag time between hand-offs

Increase speed to market

Improve lead quality

Increase Accountability

Enable full visibility into marketing performance

and contribution to sales


Problems, Solutions, Results!Business Problem Solution Result(s)

Custom integration; little to no flexibility & rising costs

Seamless integration between our MAP instance and Televerde

Flexible set-up; ability to make enhancements quickly.

Saved 12% of Y2012 marketing infrastructure budget

Not fully leveraging MAP investment

Human Touch Cloud Connector

Ability to pass digital body language to tele-services. Intelligence collected is passed back to MAP.

PTD, 4% of AQLs updated with actionable data

Lead Hand-Off Timeframes Human Touch Cloud Connector

- Have Rep Contact Me

- Marketing AQLs

Separate cloud connector for web form enables prioritization at the call center.

Reduced lead hand-off by 47 hours

Contact Rate increased 102%

Lead Quality & Pipeline Human Touch Cloud Connector

Agents use technology to facilitate a meaningful conversation.

82% increase TQL to SAL conv%

69% decrease of TQL Reject rate%

Avg pipeline deal size increased 83%

Avg booked deal size increased 48%

Reduced sales cycle by 7-weeks

What They Did Right…

People

Process

Technology


BI Data ContentTele-

Validate NurtureTele-

Qualify

Sales

Opp Pipe

Feedback

Close

Best Practice Integrated Program Model is EmergingResults = Increase in Uplift & Conversion % to Sales Ready Leads

1. BI: Target, Segment by Buyer Personas

2. Data: Enrich, Segment, Match

3. Content & Messaging: Align to BI

4. Tele-Validate & Score: Pre-MQLs

5. Nurture: Streams by Content Framework

6. Tele-Qualify: MQLs to Sales-Ready

7. Sales Hand-Off: Closed Loop to Opportunity Pipe or Nurture


Actionable Takeaways Think big, start small

Buying has changed, so selling needs to change

Sales, Marketing and Ops continually collaborate to align stages & processes

Data needs to be smart

Integration – People, process, technology alignment

Tele – Human Touch is key


Q&A - More Information

Thanks to Trend Micro and Dell SonicWALL for sharing their stories, and to Demand Gen Reports for hosting!

Drawing for IDC CMO Advisory Service Best Practice Report…

“Realizing the Vision of 21st Century Lead Management”

Televerde Contacts:

Bryan Ehrenfreund Sherry Paterra

+1 480-303-7078 +1 480-517-6102

[email protected] [email protected]

Archived Webinar:

www.televerde.com/webinars

Thanks for attending!


mailto:[email protected]

mailto:[email protected]

http://www.televerde.com/webinars

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Marketing Automation Enables – Not Drives – Optimized Lead Generation Programs